Outcomes-based advertising is a significant trend in the CTV industry, focusing on metrics that demonstrate real business success. Outcomes are typically defined as campaign metrics directly connected to growth, such as sales and conversions, while other metrics like brand lift or clickthrough rates may qualify based on their measurability and incrementality. The distinction between actionable outcomes and 'vanity metrics' is critical, as the latter merely indicate engagement without translating into business impact. Brands and agencies are encouraged to define their valuable outcomes independently of vendor influences.
The term 'outcomes' defines any campaign metric that can be tangibly linked to business growth, encompassing sales, conversions, and other measurable success indicators.
'Vanity metrics' are measurable but unactionable metrics like impressions and social media followers, contrasting with actionable outcomes essential for brand growth.
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